The influence of Facebook to satisfy and engage football fans: A study with the portuguese professional clubs in the 2nd league

dc.contributor.authorFaria, Sílvia
dc.contributor.authorPereira, Manuel Sousa
dc.contributor.authorFerreira, Pedro
dc.contributor.authorRodrigues, Paula
dc.date.accessioned2022-04-21T10:20:48Z
dc.date.available2022-04-21T10:20:48Z
dc.date.issued2021
dc.description.abstractThe growing usage of social media is changing the way brands interact with customers and answer their needs and wants. Marketers are using various means to reinforce their brands’ image and positioning, promoting customers’ satisfaction and engagement. Despite its growing acceptance by companies and customers, there are still some questions related to the extension of social media platforms as marketing tools and their impact on brand awareness, customer satisfaction and a relationship in time. We want to continue this discussion by focusing on the impact of social media marketing activities on Facebook and football clubs’ brand awareness, promoting fans’ satisfaction and engagement. We seek to understand whether the Facebook pages of the Portuguese 2nd league football teams have an impact on satisfaction and on the quality of the relationship their fans develop with the club. The paper reviews marketing literature on social media, customer satisfaction and engagement. A structured questionnaire was applied to a sample of 272 participants, tested using SPSS Statistics version 24.0 and structure equation model - AMOS 24.0. Despite being limited to two football clubs on the north of the country, with participants restricted to the authors’ networking and the clubs’ supporter’s database, it provides data that support the importance of social networks for any organization, regardless of size and/or business sector, mainly sports clubs. Findings indicate that the majority of initiatives on social media marketing – Facebook-, contribute in a positive way to supporters’ satisfaction and engagement. Portuguese football club managers need to use Facebook as a way to communicate and promote lasting relationships with supporters.pt_PT
dc.identifier.citationFaria, S., Pereira, M. S., Ferreira, P., & Rodrigues, P. (2021). The influence of Facebook to satisfy and engage football fans: A study with the portuguese professional clubs in the 2nd league. In S. Khalid (Ed.), Proceedings of the 37th International Business Information Management Association Conference (IBIMA): Innovation Management and information Technology impact on Global Economy in the Era of Pandemic, Cordoba, Spain, 30-31 May 2021 (pp. 8308-8315). Repositório Institucional UPT. http://hdl.handle.net/11328/4037pt_PT
dc.identifier.isbn978-0-9998551-6-4
dc.identifier.urihttp://hdl.handle.net/11328/4037
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIBIMA Publishingpt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectSocial Mediapt_PT
dc.subjectFacebookpt_PT
dc.subjectSatisfactionpt_PT
dc.subjectEngagementpt_PT
dc.titleThe influence of Facebook to satisfy and engage football fans: A study with the portuguese professional clubs in the 2nd leaguept_PT
dc.typeconferenceObjectpt_PT
degois.publication.firstPage8308pt_PT
degois.publication.lastPage8315pt_PT
degois.publication.titleProceedings of the 37th International Business Information Management Association Conference (IBIMA): Innovation Management and information Technology impact on Global Economy in the Era of Pandemicpt_PT
dspace.entity.typePublicationen
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